What do I like about it? It’s everything that last ad I looked isn’t:
It doesn’t take the time to explain, “Target donated… Blah, blah, blah.”
It aims straight to your emotions.
It certainly looks different (and sounds different, that jingle is very catchy).
It also starts with a mystery, what is this, what am I watch? It brings the viewer into the experience, then rewards them with a catchy jingle. Think of how different this could have gone. What if they used a standard script after that step up? Relied on information delivery instead of emotions?
This one is pretty good. It’s 1:30 so it’s not a TV which is too bad, hopefully they can cut it down to :30 because I think it’s devastating. Especially given Quayle’s overly ernest ad that I reviewed last week.
Here’s a great example of trusting the concept. Think of all the ways they could have screwed this up, too many CG’s, trying to put to much wonky stuff in there, instead the humor is organic to the situation. Great job.
I don’t know if I’ve ever revealed that I’m a comic book fan. Now, before you judge, these aren’t your father’s comic books — comic books today are actually aimed at an adult audience. I’ve used all sorts of professional rationalizations, reading them sharpens my visual eye, they’re like storyboards, blah, blah, blah. All that’s true, but the bottom line is I enjoy the combination of story and pictures, I enjoy reading them.
If you still doubt me or if you’re curious and want to get a taste of some great comics here are some recommendations:
DMZ: New York is a DMZ in a civil war between the government & the conservative forces that are trying to take over the country.
Y: The Last Man: A plague kills everyman on earth except Yorrick, the last man in a civilization gone to the women.
Fables (my current favorite): What if Cinderella, the Big Bad Wolf, Little Red Ridding Hood were real, and alive and living in downtown New York?
Ex Machina: Super hero, turned New York City Mayor.
Walking Dead: Zombies, people on the edge of survial. Great read, though bleak, I had to stop around book 5 because I was too depressed.
Astro City: (An all-time favorite) The only pure super hero comic on this list, the art here is beautiful, really gorgeous stuff. It’s a new take on the classic hero, a blend of styles and tone that’s unique.
There’s also a great book called “Understanding Comics,” that in some ways is a must read for any visual artist. I bring this up because I’ve seen more and more animated ads recently, and while I have some predilection for the technique, I think it’s an effective story telling tool.
Still not convinced? Take a look at this piece done by StoryCorps for Veterans Day.
That’s pretty moving stuff, animated or not. It’s not perfect, I would have left out the end photo and text, but it’s pretty damned good storytelling if you ask me.
Look there are always people who are going to dislike something because of their preconceived notions. I hate comic books or cartoons are for kids, whatever. To cater to that kind of thinking is to cater to the lowest common denominator. If I have one point to make with this blog, it’s that ads in general, and political ads in particular do not have to cater to that level. You can make creatively interesting and challenging ads, that are still effective in conveying emotion and message.
I got the chance to watch the movie “Up” a few weeks ago. It’s from Pixar animation –some of the best storytellers around.
The first 20 minutes minutes were an amazing example of visual storytelling, only a few lines of dialogue, and the damned thing had me in tears (either that or the theater was a little dusty). It was beautiful and moving.
Did it matter that it was a cartoon? That it wasn’t “real” people? Not one bit because the story is in our minds, we create the associations, we decide on the meaning through story.
Does this story seem any less moving because it’s animated?
Speaking of story & emotion, do you need the intro to this spot or is it just trying to do too much:
The son of acting teachers Lee Strasberg and Anna Strasberg, Adam was raised in the world of actors, theatre and books -- lots of books. With an MFA from NYU Graduate Film School, Adam eschewed the bright lights of Hollywood, instead finding his element fusing his creative talent with his desire for social change inside the world of politics.
He is a partner and founder of Rabin Strasberg Media, a political consulting firm in Washington, DC.
Adam lives around the corner from DC’s historic Ben’s Chilli Bowl with his wife Nora O’Connell, and their two energetic children Owen & Asher. He still misses real New York bagels.
He can be reached at adamstrasberg@gmail.com
Ad Nauseam 